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Let Cafe Society Give You the Business!
Coffee house public are single, sophisticated,
affluent early buyers who stay loyal to favored businesses.
Green, single, sophisticated, affluent early buyers of new, different
technologies and consumer goods, cafe society is aggressive in consumer
goals, making them a desirable market share. Even the New York Times
thinks cafe society is hot - their deal with Starbucks boosted national
circulation four-fold in two years.
Imagine a place that is comfortable, cozy and friendly. People
from many different walks of life meet and chat, share ideas, read,
write, listen to live music, debate, plan vacations, business ventures
and their futures while eating light refreshments and drinking excellent
coffee and tea. This is the modern coffeehouse; its patrons are
cafe society.
Coffee houses are a rising cultural addition that have taken San
Diego and the rest of the country by storm, and where the best traditions
of the old-fashioned neighborhood bar (where everyone knows your
name) are available to the public in coffeehouses - without the
social problems.
CAFE SOCIETY
- Has a large single element
- Is green-friendly
- Enjoys high levels of disposable income
- Are early buyers of new products
- Are loyal customers to favored business
- Are adventurous consumers of the uncommon
- Are aesthetically minded
- Quickly spread word-of-mouth in a conversation-friendly
environment
- ESPRESSO reader surveys 1992-current
For over a decade, ESPRESSO has offered cafe society news and information
from around the world to thousands of people in hundreds of coffeehouses
- and other locations - throughout San Diego. Our readers' surveys
have consistently shown cafe society to be an engaging, dynamic
public whose market characteristics make them a highly desirable
clientele for your business.
ESPRESSO's readers' surveys, taken over the past ten years, show
an average reader 29 years of age, likely single, with at least
one degree, making significantly more than $50,000 per year, who
prefers Italian, Thai, or Japanese food, and wineor beer to go with
it; who is an avid, regular traveler for business and pleasure,
attends theater, concerts and shows of all kinds, uses alternative
health care, is a voracious reader of books and periodicals, buys
clothes in malls, vintage and antique/thrift-stores, may enjoy a
smoke (possibly in the same day he works out at a gym) and drives
at least five miles to work each day, likely in a collectible car,
bike, or motorcycle. Chances are even that he is likely to be a
she as well. Our reader may have more than one job, and is likely
to be working toward a second career. Many show a strong social
sense and volunteer time and effort in worthy causes. Many have
hobbies that require a significant outlay of disposable income to
support. All of them spend a significant part of their income on
what makes them feel good, and takiong care of themselves may mean
a night of theater and dinner with friends, a trip abroad, a new
surfboard, custom bike or a health club membership.
Cafe society greatly values personal service and one-on-one interaction
when it comes to where they shop. They prefer to find their essentials
not only in malls, but in small shops and other places where they
can create rapport with - and be served well by - business owners.
Though price and convenience are important to everyone, to cafe
society, quality and service matter even more. As the coffeehouses
have discovered, it's service that sets the house apart from
the rest, and brings in a loyal clientele. This means that cafe
society is a regular client waiting to be discovered - and if your
business prides itself on service, quality and excellence at every
level, then cafe society is your natural market share.
Individually, cafe society sees itself as far different from the
"just average" and their buying decisions mirror this
belief. Beside a taste for fine coffee and food, they commonly display
unique elements sought out for their personal satisfaction - which
means that businesses offering unique, uncommon, hard-to-find or
rare items need to find cafe society.
An adventurous crowd, cafe society is also an early buyer of new
technologies, goods and services. Part of the enjoyment of a broad
palatte of tastes and experiences is had by being ahead of style;
this puts them first in line for the new and different, the distinct
from the common, making them a valuable target market for businesses
trying to break the ice of entering the marketplace with new products.
Cafe society is also the driving engine of vast changes in the
way the coffee trade works. Specialty coffee is what coffeehouses
sell; eco-friendly, organic coffees are the fastest-rising market
in that trade. The explosive growth of eco-friendly cofee is fueled
by the buying patterns of cafe society who are willing to pay top
dollar for a commodity that they believe has a positive effect on
the planet. Already, that is changing the face of the specialty
coffee trade, which, after oil, is the most traded commodity on
earth. San Diego's coffee trade has championed eco-friendly coffee
since it began in response to the demand of cafe society. That says
a lot about their buying power.
Every business seeks to build its reputation through word-of-mouth
referral, so it makes sense to attract a clientele that thrives
on conversation - in coffeehouses. By attracting and taking care
of them, your business will rapidly benefit from happy customers
quickly spreading the word about you, making your word-of-mouth
more effective in less time. Cafe society are people from every
age, walk of life and station whose common tastes unite them into
a diverse demographic looking for distinction, aesthetics, indulgence,
and a pleasant personal exchange in their commercial dealings. Translated
into economic terms, this means that they are buyers who prefer
fine and unusual products along with great service - which they
repay with repeat business and excellent word-of-mouth publicity
in places where conversation is nonstop.
The ESPRESSO readers are sophisticated, involved, innovative people
interested in trying new things who see themselves as different
from the "just average" - and they buy accordingly. They
make wonderful customers and your business would be fortunate
to have their patronage, as ours is.
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